Its sales and marketing director, Matt Hoy, says he is set for another JK Rowling season, anticipating an exponential rise in demand after the announcement.

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“We estimate over 4 million copies of the seven Harry Potter books have been sold in Australia, and sales of The Casual Vacancy are over 200,000 to date.”

﻿﻿﻿﻿﻿﻿Rowling and her editor created the persona of Robert Galbraith, a father of two and a former undercover police investigator, as the author of the "debut" novel. The book was released in April but, despite winning critical acclaim, it largely slipped under the radar in Australia, barely making a ripple in sales.

In Britain, it had sold a mere 1500 copies before Rowling's cover was blown after an investigation by The Sunday Times in London. Within hours the news skyrocketed the book to the top of Amazon's bestseller list.

"Rowling wanted the freedom to publish without the pressures and preconceptions associated with her name," says Hoy.

Rowling said the pressure had increased before each Harry Potter instalment, and the release last year of her first adult novel, the much anticipated The Casual Vacancy.

“I had hoped to keep this secret a little longer because being Robert Galbraith has been such a liberating experience,” Rowling said in a statement.

“It has been wonderful to publish without hype or expectation, and pure pleasure to get feedback under a different name.”

The Cuckoo's Calling follows the journey of injured war veteran-turned private eye Cormoran Strike as he investigates the suicide of a supermodel. Soon he is drawn into a world of seduction and delusion as he mingles with millionaires and rock stars.

To those who have asked for a sequel, Rowling says: “Robert fully intends to keep writing the series, although he will probably continue to turn down personal appearances."